What was the Challenge / Background of the Campaign?

Toy brand LEGO needed to generate attention around the brand and feature its bricks in the build up to the holiday season. In recent years, The brand's been criticised for being too prescriptive in what people should create, and not freeform enough; the recent Holiplay campaign was designed to be more about using your imagination. It was designed to be a good mix of strategy, creative, and cultural insight by encouraging consumers to overlay their LEGO creations in front of photos, a time-honoured tradition.

What was the Campaign Objective?

The Holoplay campaign aimed to build brand awareness and create unforgettable emotional bonds between the LEGO brand and its consumers (children & parents). The campaign strived to connect memorable family moments with the toy brand, therefore creating emotional connections with the brand and its consumers. It was important for the campaign to accomplish this objective in order to spike sales for LEGO during a crucial time of year where gift giving and time spent with family is common in most parts of the world.

What was the Solution?

The brand created the Happy Holiplay website featuring five videos with instructions on how to build reindeer antlers, a Santa face, snowmen, Christmas trees, and elves. Kids were then encouraged via 'Missions' to take photos of their creation superimposed onto the real world - which they called Brickmented Reality - and upload them to the site for a chance to win LEGO prizes. The ideas were also promoted and shared via LEGO's Facebook page.

What were the Results?

People from 119 countries including Japan, US, Singapore and French Polynesia submitted photos to the site in order to win prizes. There were 150,000 views of the site. The campaign received PR coverage around the world, along with 'thousands' of Likes, shares and comments on the brand's Facebook page.

What were the Key Learnings of this Campaign?

The message, get creative and unleash your imagination with our products, was explicitly shown through the Holiplay campaign. The use of tech was simple, unobtrusive and tapped into existing behaviour meanwhile, and brought parents into proceedings too - smart as they're the ones ultimately buying the products.